They weren't getting money from nvidia, and really why should they? nvidia provides very expensive hardware on which I can access my own steam library, etc.

The world of IP isn't just about selling someone something, it's about reselling the same person that thing many times over. So now I have my VHS, DVD, Blu-ray, digital streaming, 4K digital streaming, 4K digital streaming HD collectors edition, etc. variants.

And of course if there are multiple cloud gaming providers, they see it as an opportunity to extort each of them.

When GFN first came out it had all of the Civilization games -- and it worked great -- but then as other cloud gaming options appeared 2K pulled the whole catalog, presumably with hand out. When Civ VII came out they suddenly allowed it all again, not only to rekindle interest in the series and presumably because some people were only going to buy the game if they could play it on the platform.